MANDATE

The Granby Zoo is the largest zoological garden in Quebec and one of the largest in Canada in terms of the variety of species presented and the influx of visitors. Performa developed strategic marketing recommendations that also included reviewing the brand’s distinctive identity and brand architecture. In collaboration with Guidaction.

ACCOMPLISHMENTS

Single brand identity (with Guidaction)

Brand architecture (with Guidaction)

Marketing audit

Competitive analysis and best practices

Analysis and positioning against targets, demographic trends and products

Identification of marketing opportunities by priority segments and customers

Identification of marketing objectives and performance measures

Recommendations on branding and content strategy

Strategic and tactical marketing objectives by product and priority target

ADDED VALUE

Focus on branding

Emphasis on customer experience

Understanding of marketing 360 and various touchpoints

Strategic direction and practical actions

Alignment of marketing recommendations with mission and brand identity